商务英语阅读下册课件第二版国晓立 周树玲ISBN 97875663020unit 10.ppt

Unit Ten Teaching Objectives 了解知识产权的基本概念 了解知识产权的简单发展过程 了解知识产权所包含的几种形式 了解知识产权的各种形式具体内容及其对经济发展的影响 Teaching Emphases knowledge economy economic growth economic rights patents/copyrights/trademarks/trade secrets economic benefits/economic advantage foreign direct investment Content Text Fast Reading I Fast Reading II TEXT IPR and Economic Growth Pre-reading questions 1.Have you heard of Intellectual Property Right before? 2.What do you think belongs to Intellectual Property Right? Name one or two. 3.Do you think it is necessary to protect Intellectual Property Rights? Why? Trademarks Trademarks are commercial source indicators, distinctive signs that identify certain goods or services produced or provided by a specific person or enterprise. Trademarks are especially important when consumers and producers are far away from one another. Throughout most of the world, trademarks must be registered to be enforceable, and registrations must be renewed. Yet, while copyrights and patents eventually expire, names of companies that treat customers well become increasingly valuable over time. If trademark rights were to expire, consumers would be collectively harmed as much as owners. Imagine the confusion if unaffiliated firms could sell products under another companys trademark. And consider, for example, the dubious quality of counterfeit and fake drugs and their potential for causing great harm, if not death, to unsuspecting users. Unlike patents, trade secrets are protected for a theoretically unlimited period of time, and without any procedural formalities. However, Trade secrets tend to escape and protection is not free. Under the best of circumstances, firms must restrict access to premises and documents, educate key employees and government inspectors, and closely monitor publications and trade show presentations. Although secrecy is expensive to maintain, large companies rely heavily on it when patents are not available. The larger the c